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INBOUND15
FACEBOOK MARKETING
SUCCESS
Proven Ways To Generate More
Traffic, Leads and Profits
Mari Smith
CEO, Mari Smith In...
INBOUND15@marismith
1. Three Critical Facebook Trends
2. Top Facebook Marketing Mistakes Businesses Are
Making
3. Clear Ob...
INBOUND15@marismith
Seeing your content
Not seeing your content
6%
The problem with
Facebook organic
reach…
…explained in ...
INBOUND15@marismith
6%
• More content, more friends,
more pages
• 1,500-15,000 potential stories
• 100,000+ algorithm weig...
INBOUND15@marismith
1 THREE CRITICAL
FACEBOOK TRENDS
INBOUND15@marismith
TREND #1
Facebook is disrupting
television and video
INBOUND15@marismith
INBOUND15@marismith
(general blank slide)
Can Facebook overtake YouTube? Yes!
INBOUND15@marismith
Mobile video
• Mobile video traffic to
grow 55% each year
until 2020
• 600M LTE subscriptions;
3.7Bn b...
INBOUND15@marismith
Media channel
Facebook is 10 times
larger than the biggest
TV channel on the
planet
INBOUND15@marismith
TREND #2
Huge emphasis on
Messenger for Business
INBOUND15@marismith
Response time
• Respond to 90% of
messages
• Maintain median
response time of 5
minutes
INBOUND15@marismith
TREND #3
Brand story telling
INBOUND15@marismith
The Herbivorous
Butcher
• Kale & Aubrey – brother
and sister
• Quirky, fun, personal
INBOUND15@marismith
People-centric
“To make the world
more open and
connected.”
INBOUND15@marismith
INBOUND15@marismith
2 TOP FACEBOK
MARKETING MISTAKES
BUSINESSES
ARE MAKING
INBOUND15@marismith
• People complain – tried and failed
• So many businesses trained to ‘just try it’
• BUT…
• User error...
INBOUND15@marismith
1. Not RESPONDING to fan posts and comments.
2. Your posts are overly PROMOTIONAL.
3. Using only the B...
INBOUND15@marismith
3 CLEAR OBJECTIVES:
WHAT ARE YOU
SELLING?
INBOUND15@marismith
• PRODUCT
• LEADERSHIP
• MARGIN
• SALES and MARKETING?
Which is most important?
INBOUND15@marismith
“NOTHING happens
until somebody sells
something.”
~Darren Hardy
INBOUND15@marismith
 Drive traffic to your website
 Increase online sales
 Launch a new product
 Build your email list...
INBOUND15@marismith
4 CONTENT STRATEGY:
FACEBOOK POWER TIPS
INBOUND15@marismith
Create content that STANDS OUT…
…but is still CONTEXTUAL
INBOUND15@marismith
Inform Entertain CTA
3 content ‘buckets’
INBOUND15@marismith
1. “SHAREABILITY:” Craft content with your audience’s audience in mind.
2. PROMPT response wins. Every...
Grow Your Business with
Special Promo Pages!
22Mari.com
Facebook Approved Technology
INBOUND15@marismith
5 MARI’S FOUR-PHASE
SOCIAL MEDIA PROFIT
SYSTEM
INBOUND15@marismith
4-Phase Profit System
PLAN 1 year in advance  quarters
Add value + build community + test, track & me...
INBOUND15@marismith
6 AMPLIFICATION  LEAD
GENERATION STRATEGY
INBOUND15@marismith
Value + engage
Pay to amplify the reach
of your BLOG POST
content containing
helpful tutorials,
resour...
INBOUND15@marismith
Retarget!
• Create ‘dark posts’
with offers
• Target your Website
Custom Audience
• Target Lookalike
A...
INBOUND15@marismith
1. Post more native VIDEO (use Facebook Live!)
2. Experiment with posting outside business HOURS
3. Mi...
INBOUND15@marismith
Facebook Live
• Game changer
• Verified Pages
• Public Figures
• Mentions app
• Instant native video
•...
INBOUND15@marismith
Example
• Focused
• Breaking news
• Relevant
• Highly shareable
INBOUND15@marismith
Secret to Facebook success?
Be a MEMBER first, marketer second
INBOUND15@marismith
INBOUND15@marismith
• How to create CONTENT?
• How to keep up?
• Where to FOCUS?
• How to “do it all”?
• How to COMPETE?
•...
INBOUND15@marismith
marismith.com/inbound
INBOUND15@marismith
Cheers! 
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FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

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Whether you’ve reached a plateau with your Facebook marketing, or you want to optimize your presence to meet specific goals, this deep dive with world-renowned Facebook marketing partner and expert, Mari Smith, is for you. Mari's proven Facebook marketing success system will help you to launch a new product, drive in-store sales, increase online sales or simply build brand awareness. Using the right methodology, Facebook can help you reach the right people, at the right time, on the right devices... come to this session and find out how, step-by-step!

During Mari's lively session, you can expect to learn:

* The top mistakes many brands and businesses are making with their content and relationship marketing strategies on Facebook – that are causing them to lose money;

* Proven ways to effectively integrate what you’re already doing on Facebook into other channels to massively improve your results;

* Which types of posts you should be amplifying, which ones you should not … and why;

* Three Facebook trends you must begin integrating into your marketing plans now to generate more reach and revenue;

* Simple techniques to improve organic reach and get your content in front of more of the right audience.

Get ready to take a ton of notes! You’ll leave this session with plenty actionable steps that you can put in place right away. It’s time to start driving droves of raving fans to your business that love you and love to buy from you.

Published in: Social Media, Marketing
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FACEBOOK MARKETING SUCCESS: Proven Ways To Generate More Traffic, Leads and Profits by Mari Smith at HubSpot's INBOUND 2015 Conference

  1. INBOUND15 FACEBOOK MARKETING SUCCESS Proven Ways To Generate More Traffic, Leads and Profits Mari Smith CEO, Mari Smith International, Inc. @marismit h
  2. INBOUND15@marismith 1. Three Critical Facebook Trends 2. Top Facebook Marketing Mistakes Businesses Are Making 3. Clear Objectives: What Are You Selling? 4. Content Strategy: Facebook Power Tips 5. Mari’s Four-Phase Social Media Profit System 6. Amplification  Lead Generation Strategy AGENDA
  3. INBOUND15@marismith Seeing your content Not seeing your content 6% The problem with Facebook organic reach… …explained in a single graphic
  4. INBOUND15@marismith 6% • More content, more friends, more pages • 1,500-15,000 potential stories • 100,000+ algorithm weights • 300 stories selected • Content is affected by user interaction (or lack thereof!)
  5. INBOUND15@marismith 1 THREE CRITICAL FACEBOOK TRENDS
  6. INBOUND15@marismith TREND #1 Facebook is disrupting television and video
  7. INBOUND15@marismith
  8. INBOUND15@marismith (general blank slide) Can Facebook overtake YouTube? Yes!
  9. INBOUND15@marismith Mobile video • Mobile video traffic to grow 55% each year until 2020 • 600M LTE subscriptions; 3.7Bn by 2020
  10. INBOUND15@marismith Media channel Facebook is 10 times larger than the biggest TV channel on the planet
  11. INBOUND15@marismith TREND #2 Huge emphasis on Messenger for Business
  12. INBOUND15@marismith Response time • Respond to 90% of messages • Maintain median response time of 5 minutes
  13. INBOUND15@marismith TREND #3 Brand story telling
  14. INBOUND15@marismith The Herbivorous Butcher • Kale & Aubrey – brother and sister • Quirky, fun, personal
  15. INBOUND15@marismith People-centric “To make the world more open and connected.”
  16. INBOUND15@marismith
  17. INBOUND15@marismith 2 TOP FACEBOK MARKETING MISTAKES BUSINESSES ARE MAKING
  18. INBOUND15@marismith • People complain – tried and failed • So many businesses trained to ‘just try it’ • BUT… • User error! • Unclear message? • Confusing landing page? • Wrong target, or too wide? • KEY = education! Facebook ads don’t work? 
  19. INBOUND15@marismith 1. Not RESPONDING to fan posts and comments. 2. Your posts are overly PROMOTIONAL. 3. Using only the BOOST button. 4. Promoting posts without a measurable ROI. 5. Targeting the wrong AUDIENCE. 6. Not having a BUDGET for ads. 7. Placing ads without one of the six TRACKING pixels. Facebook Mistakes
  20. INBOUND15@marismith 3 CLEAR OBJECTIVES: WHAT ARE YOU SELLING?
  21. INBOUND15@marismith • PRODUCT • LEADERSHIP • MARGIN • SALES and MARKETING? Which is most important?
  22. INBOUND15@marismith “NOTHING happens until somebody sells something.” ~Darren Hardy
  23. INBOUND15@marismith  Drive traffic to your website  Increase online sales  Launch a new product  Build your email list  Build brand awareness  Improve customer service  Drive in-store sales  Get more check-ins Example objectives
  24. INBOUND15@marismith 4 CONTENT STRATEGY: FACEBOOK POWER TIPS
  25. INBOUND15@marismith Create content that STANDS OUT… …but is still CONTEXTUAL
  26. INBOUND15@marismith Inform Entertain CTA 3 content ‘buckets’
  27. INBOUND15@marismith 1. “SHAREABILITY:” Craft content with your audience’s audience in mind. 2. PROMPT response wins. Every time. 3. Personalize your posts. Write as I/We when appropriate. 4. Address commenters by first name. 5. Moderators should sign off with his/her first name. 6. Be friendly and upbeat, but don’t try “too hard.” 7. Humor often works with all audiences, if done tastefully. 8. Monitor other Facebook Pages to see what catches your eye. Content & engagement tips
  28. Grow Your Business with Special Promo Pages! 22Mari.com Facebook Approved Technology
  29. INBOUND15@marismith 5 MARI’S FOUR-PHASE SOCIAL MEDIA PROFIT SYSTEM
  30. INBOUND15@marismith 4-Phase Profit System PLAN 1 year in advance  quarters Add value + build community + test, track & measure CORE Phase • Fundamentals • Everyday posts • Quality content • Engagement • Community • Listen • Identify superfans BUILD-UP Phase • Anticipation • Empower affiliates • Count-down • Contest • Big reveal! PROMOTIONPhase • Free (webinar) • Replay • Encore • Paid promotion • Cart opens • Early bird • Sale cut offs FOLLOW-UP Phase • Still time to join! • Last minute specials • Testimonials • Case studies BusinessPage+PersonalProfile
  31. INBOUND15@marismith 6 AMPLIFICATION  LEAD GENERATION STRATEGY
  32. INBOUND15@marismith Value + engage Pay to amplify the reach of your BLOG POST content containing helpful tutorials, resources, tools, etc.
  33. INBOUND15@marismith Retarget! • Create ‘dark posts’ with offers • Target your Website Custom Audience • Target Lookalike Audiences
  34. INBOUND15@marismith 1. Post more native VIDEO (use Facebook Live!) 2. Experiment with posting outside business HOURS 3. Mix up frequency—try posting LESS often! 4. Mix up post TYPES 5. Test post LENGTH 6. Include @ TAGS of other Pages 7. REPOST popular posts 8. Pre-select target AUDIENCE (post-gate) 9. Drive traffic from other sources 10. EMBED posts and videos on your blog Organic reach tips
  35. INBOUND15@marismith Facebook Live • Game changer • Verified Pages • Public Figures • Mentions app • Instant native video • Highest organic reach
  36. INBOUND15@marismith Example • Focused • Breaking news • Relevant • Highly shareable
  37. INBOUND15@marismith Secret to Facebook success? Be a MEMBER first, marketer second
  38. INBOUND15@marismith
  39. INBOUND15@marismith • How to create CONTENT? • How to keep up? • Where to FOCUS? • How to “do it all”? • How to COMPETE? • Organic vs. PAID? • How to measure ROI? Biggest business challenges:
  40. INBOUND15@marismith marismith.com/inbound
  41. INBOUND15@marismith Cheers! 

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